Classic & contemporary advertising techniques for print, TV, Web

Create a one sentence statement that positions your company, product, or service in the minds of consumers.

You might want to, first, identify a specific attribute that sets you apart. If you are not sure how to do that, click on over to “How to position a company, product or service.”

Here are some common positioning options:

Number 1 or number 2:
Capital One is America's largest online vehicle lender. So they probably offer low rates, and you can trust them because so many others have.

Avis has been #2 for about 25 years now. They continue to "Try harder." Which, you have to admit, is a fine quality in any person or company.

Gender:
Marlborough is masculine. Virginia Slims is positioned for women. Yorkie candy in the UK is "not for girls." Home Depot offers "Do it Herself" workshops. The VW Golf GTI is position for men, young men to be exact.

Price / Value leader:
People naturally assume that things costing more are worth more. And that's the territory Evian, Haagen-Dazs, Rolex, and Mercedes have staked out. As L'Oreal says, "because you're worth it."

On the other end of the spectrum you find Wallmart, Jet Blue Airlines and Expedia.com.

In the middle you find the value positions, staked out by such companies as Dell and American Express.

The Specialists:
It's Starbucks for coffee. OgilvyOne for direct. And Children's Hospital for sick kids.

The specialist is one of the most common, and most effective ways to position your company or product. And there is almost always room for mini niches, such as "The Real Estate Geek."

The innovator:
The inventor creates a new category. In retail stores you'll find such products as PowerBar, the world's first energy bar.

In the early days of the Internet, this was hot territory, and it's paid off for companies such as eBay.com, Amazon.com, and Hotmail.com.

The opportunist:
The opportunist looks at the competition. Then looks at the market, the consumer. And determines what positioning opportunities are not being filled in that market area.

Restaurants, for example, can position themselves as 1) fun, family friendly places, 2) economical, or 3) using only the freshest, healthiest ingredients - among other positioning options.

Here are some well known positioning statements that work as tag lines or slogans. All of them give the consumer a reason to buy:

Tastes great, less filling - Miller Lite beer.

We try harder - Avis car rental.

Good to the last drop - Maxwell House coffee.

Breakfast of champions - Wheaties breakfast cereal.

When it rains it pours - Morton Salt.

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Take a position.
© Steven Lorin McNamara. All rights reserved.	Create a one sentence statement that positions your company, product, or service in the minds of consumers. You might want to, first, identify a specific attribute that sets you apart. If you are not sure how to do that, click on over to “How to position a company, product or service.” Here are some common positioning options: Number 1 or number 2: Capital One is America's largest online vehicle lender. So they probably offer low rates, and you can trust them because so many others have. Avis has been #2 for about 25 years now. They continue to "Try harder." Which, you have to admit, is a fine quality in any person or company. Gender: Marlborough is masculine. Virginia Slims is positioned for women. Yorkie candy in the UK is "not for girls." Home Depot offers "Do it Herself" workshops. The VW Golf GTI is position for men, young men to be exact. Price / Value leader: People naturally assume that things costing more are worth more. And that's the territory Evian, Haagen-Dazs, Rolex, and Mercedes have staked out. As L'Oreal says, "because you're worth it." On the other end of the spectrum you find Wallmart, Jet Blue Airlines and Expedia.com. In the middle you find the value positions, staked out by such companies as Dell and American Express. The Specialists: It's Starbucks for coffee. OgilvyOne for direct. And Children's Hospital for sick kids. The specialist is one of the most common, and most effective ways to position your company or product. And there is almost always room for mini niches, such as "The Real Estate Geek." The innovator: The inventor creates a new category. In retail stores you'll find such products as PowerBar, the world's first energy bar. In the early days of the Internet, this was hot territory, and it's paid off for companies such as eBay.com, Amazon.com, and Hotmail.com. The opportunist: The opportunist looks at the competition. Then looks at the market, the consumer. And determines what positioning opportunities are not being filled in that market area. Restaurants, for example, can position themselves as 1) fun, family friendly places, 2) economical, or 3) using only the freshest, healthiest ingredients - among other positioning options. Here are some well known positioning statements that work as tag lines or slogans. All of them give the consumer a reason to buy: Tastes great, less filling - Miller Lite beer. We try harder - Avis car rental. Good to the last drop - Maxwell House coffee. Breakfast of champions - Wheaties breakfast cereal. When it rains it pours - Morton Salt.